What does a company do to convince potential customers that its product is genuinely waterproof? Well, aside from saying so on the packaging, it can sell the product already immersed inside a bottle of water.

Though the device itself was launched a while ago, Sony turned to Auckland-based ad agency DraftFCB to help market the product in New Zealand. And so they came up with the Bottled Walkman, which is sold from vending machines in public places such as gyms. Check out the demo video for yourself.